Videos are the fastest growing form of digital content – especially on mobile. Research has found that video content is ten times more likely to be shared than text and link content combined, and that it gives rise to a sales conversion rate of 67%. It is undeniable that an overwhelming majority of our population enjoys watching videos online, giving rise to an endless amount of creative possibilities for digital marketers.
Anyone can experiment, engage, and capitalize on this fast growing storytelling medium. Yet while its accessibility is vast, only few know how to truly capitalize on the deep engagement that one creates with his audience.
So, what makes a good content marketing video? We sat with Mindspace based WSFT to find out.
Crack the code for us: What is WSFT?
It stands for “We-Script-Fantastic-tales,” say Kristina and Lara, two of WSFT’s most trusted and talented employees. The company is a hybrid between an agency and a production company, they say, helping clients create, produce, and distribute engaging content for digital and social platforms like Facebook, YouTube, and Instagram.
“We start with a consumer-driven strategy, which leads to a creative concept for several content pieces,” says the duo. “We are also consultants and product managers who take care of the whole production process. Our all-in-one approach differentiates us from other agencies and makes our clients’ life easier.”
What drew you to Mindspace?
“The continuous flow of new people that you meet every day. Our field of work requires that we be creative and often, sitting alone in a separate office doesn’t stimulate the right amount of impulse and distraction that is needed to spur creativity.” The constant interaction with fellow members, and slew of community events, keep the WSFT team “inspired and exposed to new mindsets” – providing them with the constant flow of inspiration needed to drive forward the creative process.
Why focus on video rather than any other form of content?
Video marketing has the biggest potential in achieving marketing campaign goals, says the WSFT team. Typically, users just keep scrolling systematically through newsfeeds. Videos make them stop – there’s a bigger chance to catch a viewer’s attention and keep him engaged. “That’s what we call a ‘thumb-stopper,’” say Kristina and Lara.
So what are the DO’s & DON’Ts of a successful video campaign?
1. Do create real value for your consumer
Here lies the real difference between advertising and content marketing. Take, for example, the case of a brand new pot. If you were to advertise it, you’d create a campaign that displays the pot and presents a list of its handy features. With content marketing, you could create added (real) value, by producing a video that shows how to cook a delicious recipe in the handy pot. Instead of just pinning facts next to a picture, create real value for your consumer and gain their trust in turn. See a perfect example here.
2. Do offer a story
Video can convey emotional tone in a way that text alone can’t manage. Why? Because visuals are processed 60,000 times faster than text by the average human being. So strive to engage your viewer – offer a story that they can connect or relate to. Choose to depict a character that is openly emotional, straightforward, and honest. Don’t make your video seem obviously advertorial in its intent. Let you viewer get carried away by the story, and make him want to share and recommend the content. Follow this link for an example.
3. Do spread your content
Producing content isn’t enough. Spreading it is half the job. Make sure to distribute your content on the web. Placing it on your corporate website and owned media is just the first the step in capitalizing on your marketing efforts. Make sure to share your content on more channels, platforms, and groups. And use targeting possibilities to invest in and expand your reach. See example here.
One last thing – a small tip: Make sure to use subtitles when creating videos for Facebook. Nine out of ten videos are watched on mobile, often without sound.
1. Don’t use every piece in every form of media
Know your target group and try to think in terms of social circles rather than age-brackets (i.e. “hard rock fans” instead of “men aged 40-55”). Based on your target group, choose the right content and the right channel to publish your content. And tailor your content to the platform; On Facebook, videos should be short and catchy and no longer than 90 seconds. On the contrary, on YouTube and your website videos can be longer and more detailed. Understand the purpose of every social platform: On YouTube, people search, on Facebook & Instagram people seek inspiration, and on a corporate website they seek specific information. Every platform requires the creation of different assets. See example here.
2. Don’t be afraid
Don’t fear hurting your brand. Change your mindset, and choose to view content marketing as you would publishing a magazine. Not every published article performs as well as the rest, but every time one is published, your staff learns and betters itself. Content marketing enables you to create and learn through the publication of many pieces. This leads to a strong learning curve – on digital platforms the cycle is such: produce – publish – learn – produce better – publish again. For one of our clients, we produced over 40 content pieces and ads (just for Facebook) in six weeks. And we get better each week.
3. Don’t undervalue your social media efforts
Here’s what’s hot on social media: Facebook, Facebook Messenger, YouTube, Instagram, Instagram Stories, Pinterest, Snapchat, Xing, musical.ly. Catering to all platforms requires a great deal of creative thinking, analyzing, creating and producing. This means you need many resources – both in terms of talent and money. Don’t be afraid to put a six-digit budget into content creation – the ROI will be much bigger than on any other advertising platform (TV, radio, print). Rethink your budget as soon as possible, because consumers adapt much faster than most organizations react. Look around at your competition: Who’s dominating the news feed right now?
(If not We-Script-Fantastic-Tales)…What would WSFT be?